No matter how big you are as a company, always stay humble and keep an eye on the ball. Too many people in large companies are making fun of new or small players in their industry, instead of investigating what they are really up to. In many cases, execs are not even aware of their existence. Startups are thriving on this arrogance of traditional companies. Digital has enabled them to bring multinationals to their knees.

There are only a few brands that have successfully created a community in which they collaborate with their target audience. Communities naturally form because people feel the need to unite around a specific topic. For brands it is difficult to create an environment like this, because it is unnatural. Still, some of them have succeeded in very creative ways that add value for both sides. Here are 3 great examples that we really like: